Frontier Airlines is making changes to its pricing structure, including removing change fees for most fare classes, in an effort to revitalize its brand and remain competitive in the market. The airline is simplifying its fare classes to basic, economy, premium, and business, and offering customers 2,500 Frontier miles if they find a lower airfare elsewhere. CEO Barry Biffle stated that the airline is committed to offering the best prices with good customer service.
The new fare structure at Frontier Airlines includes basic, economy, premium, and business classes, with basic being similar to basic economy on traditional airlines. Economy, premium, and business fares will have no change fees, a significant change for an ultra-low-cost carrier like Frontier. The airline is also making changes to its customer service, including extending the validity of flight credits to 12 months and bringing back 24-hour phone customer service for elite members of the Frontier Miles program.
In recent years, Frontier Airlines has struggled to be profitable due to oversupply in popular leisure markets and competition from other low-cost carriers. The airline is revamping its strategy to boost its bottom line, including introducing a fare class for business travelers and shifting capacity away from certain markets. The changes come as the Department of Transportation released a final rule on junk fees, requiring airlines to disclose all fees related to checked baggage, carry-ons, changing reservations, and cancellations.
The changes at Frontier Airlines are not directly related to the DOT rule on junk fees, according to a spokesperson. The airline made the changes to make it easier for customers to compare prices with other airlines and see that they offer the lowest total prices. CEO Biffle indicated a focus on pricing transparency during a call with analysts, suggesting that the changes align with the goals of the DOT rule. Several major U.S. airlines, along with industry trade group Airlines for America, filed a lawsuit against the rule, arguing that it could create confusion for consumers.
Frontier Airlines is aiming to improve its pricing transparency and compete more effectively in the market by making changes to its fare structure and customer service. The airline is focusing on offering the best prices for customers, along with good customer support when needed. As the industry continues to evolve, airlines are adapting to meet consumer demands and stay competitive in a crowded market. The changes at Frontier reflect the airline’s commitment to improving its brand and profitability amid challenging market conditions.
